BRA "Survival of the Fittest" August 12, 2010 - Strengthening Your Website’s Presence through an Integrated Marketing Plan

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Your website is a critical component of your business. At a time when online competition has never been so fierce, it’s crucial to have a marketing plan for your website that drives results. This …

Your website is a critical component of your business. At a time when online competition has never been so fierce, it’s crucial to have a marketing plan for your website that drives results. This seminar, presented my Mike Duncan, CEO of Sage Island addresses the necessity of a well designed, innovative site, and how to properly market it through a hands on approach of planning, analysis, and optimization. Mike speaks to the art of SEO and PPC tactics and how to expand your brand on the web to drive results.

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  • 1. Tricks to Improve E-Commerce Website Traffic w w w. s l i d e s h a r e . n e t / s a g e i s l a n d Mike Dunca n Sage Island CEO www.SageIsland.com
  • 2. Know your Customer
  • 3. Know their Langauge
  • 4. Keyword Research Keyword Selection is Key Careful keyword selection is the heart of the SEO campaign. Research Keywords Create a robust keyword portfolio of relevant keyword phrases that are searched on by potential customers. You’ll begin with your input on what your most important keywords are, then expand that list by cross-checking the list against the search engines’ databases of actual keyword searches. This will help target the right words - the ones that will actually deliver customers to your website. keyworddiscovery.com wordtracker.com overture.com Google Adwords Keyword Tool seobook.com seomoz.org
  • 5. Open for Business -Driving Traffic-
  • 6. SEO Have a Strategy for your site and optimize your content • Use keyword research to determine how customers search • Inject keywords into body copy, titles, and images • Be sure that your site is user friendly and search engine friendly. Your marketing efforts won’t help you if your website makes it difficult for users to find the information they want. Ranking factors: www.seomoz.org/article/search-ranking-factors www.vaughns-1-pagers.com/internet/google-ranking-factors.htm
  • 7. On Page Optimization Optimize Website Meta <TITLE>Skateboards - Warehouse Skateboards Skate Shop</TITLE> <META NAME="Description" CONTENT="Biggest selection of skateboards, skateboard decks, complete skateboards, skateboard wheels, skateboard trucks, skateboards delivered right to your door!"> <META NAME="Keywords" CONTENT="skateboards,skateboard,complete skateboards,skateboard decks,skateboard wheels,skateboard trucks,skate decks,warehouse skateboards"> Search  Engine  Op.miza.on  Best  Prac.ces h6p://www.sageisland.com/SEO-­‐best.pdf
  • 8. On Page Optimization Optimize Website Content
  • 9. On Page Optimization Optimize Website Content Text Matters! The most important thing in search. The entire process of search is text-based. The search engines care about how much text, how it’s formatted, and what it says.
  • 10. Sitemap Submission Google WebMaster Tools - www.google.com/webmasters/tools/ Bing (MSN) WebMaster Tools - www.bing.com/webmasters Yahoo! Site Explorer - http://siteexplorer.search.yahoo.com Create Sitemaps www.gsitecrawler.com Create a Robots.txt file and place in the root directory www.yourdomain.com/robots.txt User-agent: * Disallow: /my-dirty-photos Sitemap: http://www.domain.com/sitemap.xml
  • 11. How does your site rank for SEO? www.websitegrader.com
  • 12. Driving Relevant Traffic Links
  • 13. Link Building Quality links is what you are after. What is a Quality link? Good Page Rank and relevant
  • 14. Driving Relevant Traffic Paid Search
  • 15. Invest in a Paid Search (pay-per-click) Campaign • Paid search is a fast, cost effective, extremely targeted way to increase visibility on the search engines. • Even a small budget can be very effective if you use extremely targeted keywords to avoid spending money on unqualified clicks. • Write compelling ads targeted to your demographic to get attention.
  • 16. Driving Relevant Traffic Shopping Networks
  • 17. Driving Relevant Traffic Social Networks
  • 18. What is Social Media Marketing Many marketers think that doing a sponsorship on MySpace or posting a one-off campaign channel on YouTube is social media marketing Not true. Social Media is About Socializing! It is about: Weaving your content and messages into the social web Joining the customer conversation Making friends Communicating with those friends Listening to those friends Measuring impact
  • 19. Customer Service
  • 20. Know the Numbers
  • 21. w w w. s l i d e s h a r e . n e t / s a g e i s l a n d Search Engine Optimization – Kristopher Jones Get to the top on Google – David Viney Landing Page Optimization – Tim Ash Building Findable Websites – Aarron Walter Mike Dunca n Sage Island CEO www.SageIsland.com